Game Developer Logo

If you didn't already know from my previous work, I'm passionate about gaming. This is why I'm excited to share with you all a recent passion project I performed for an indy gaming studio called Fun Homeland Digital.

Target Market & Goals

In the creative brief, the goal from "FhD" was to present a logo that would reflect "wittiness" and "approachability" while targeting young adults (or Gen-Z). They also wanted to be able to increase their overall brand awareness while standing out from competitors on retail shelves.

Research & Design Process

Before designing, I had to research what the Generation Z demographic was attracted to and the understanding was they were visually drawn to high contrasting, bright, and colorful images while utilizing unique and creative typography. During the process, studies showed the younger demographic loved the citrus style colors, specifically green.

To express wittiness and approachability, I would take an original font and slowly adjust it artistically to create a custom look. However, once the process started, the design felt too harsh due to the sharp edges, even though it clearly came across as playful during follow up peer reviews. The two variations (shown above) also did not appear well on a smaller scale, causing me to make the decision to start fresh with the only carryover being the color palette.

The Final Design & Reviews

The final design, similar to the originals, just with a new custom typeface; showcased the "FhD" logomark with the thought process behind that being to resemble the abbreviation of "PhD" which would once again showcase that wittiness factor the company was looking for. With their full company name being lengthy, an abbreviated logo was a no-brainer.

The final design was shown off to a variety of age groups, overwhelmingly positive with a Generation Z'er saying "it is playful and memorable!" Peers in a closed study said they loved the custom font and couldn't stop staring at the logo.

I'll be honest, I'm not familiar with very witty or playful logos due to my current clientele being more business professionals in the service space. However, this was a great challenge that stretched me as a designer and got me thinking outside of the box while receiving many compliments from my peers and those inside the gaming industry.

I look forward to designing more creative assets for gaming studios in the near future. If you have any critiques, don't hesitate to provide feedback below.

God Bless,

Taylor "Taz" Rodriguez

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